10 steps of social media
TRANSCRIPT
The 10 steps of Social Media
Fig.: The Conversation Prism,
Source: Brian Solls and JESS3
www.theconversationprism.com
Agenda: 10 Steps of Social Media
1. Understand your business and products
2. Define involvement strategy and set metrics and clear goals
3. Understand your customers and their platforms = Listen!
4. Develop a social media policy
5. Choose channels and content strategy
6. Publish your initial content, start conversations
7. Use current network, share your content
8. Cross media, use more platforms simultaneously
9. Monitor and measure
10. It is a marathon not a sprint
Which challenges do you face?
WRONG QUESTION:
“How can we market
our products in the
social medias?”
• How is your strategy build up?
• What is the biggest challenge? Why?
• What value can you offer fans / followers?
THE RIGHT QUESTION IS:
“What do I have as
others bother to talk to
me/each other about?”
”It’s not about you!”
” Nobody cares about your products (except you)” David Meerman Scott
Traditional Marketing Online Marketing
Dominate the market Create a community within the market
Shout out loud Listen, and then whisper
Me, Me, Me Us, us, us
Push the product or service Pull in people with your message/story
Advertising Word of mouth (mouse)
Control Allow
Pursue ”leads” Nurture relationships
What problems can you solve that will help customers do their jobs better
or make their lives easier?
Understand your business and products
Only Proffesionals
Creates the product
Non-Professionals
creates the product
Physical
Exconomy
Digital
Economy
Where are your products placed - Can you create related social services ?
Fig.: The perfect storm
Source: Peter Svarre
www.denperfektestorm.dk
Has the company's products
become (or becoming) digital
and easy to copy so marginal
cost is approaching zero?
Is the company’s products
suitable to user creation?
Co-creation of products
Involvement in products
Creation of relating services
Involving campaigns
Digital one-way communication
High involvement of customers
Low involvement of customers
• Claims
• Suggestions for improvement
• Customer service
• Use of the products
• Conversation about products
• Product creation
Define involvement strategy & set goals
Fig.: The perfect storm
Source: Peter Svarre
www.denperfektestorm.dk
Define involvement strategy & set goals
Do you have a clear Social Media strategy?
Attract
Brand, your brand in one word, what would that be ?
Outcome, what is the outcome you help clients achieve?
Differentiation, what makes you different from competitors?
Convert
Strangers –> consumers of information
and education –> customers.
Consumers of valuable content + time = customers
Engage:
Create shares, likes, comments
1% Creators
9 % Editors
90% Listeners
1%
9%
90%
Fig.:, 1% rule of internet culture
Source:: McConnell, Ben; Huba, Jackie (May 3, 2006).
Define involvement strategy & set goals
How do you monitor your ROI ?
But Also…
• Friends of Fans / Network
• Engagement / Talking about
• IPM (comments + likes) / posts / fans
• Weekly Reach
Focus on:
• Bottom line
• Number of leads
• Website visits
• Conversion rate
Define involvement strategy & set goals
Source: Mikael Lemberg, Komfo platform
www..komfo.com
Friends of Fans Talking about
Reach IPM
Listen - Understand your customers
Who are your customers and where are they communicating?
1. Do people talk about the company, products or business in social media?
2. Are your competitors already present in this universe?
3. Understand the relevant platforms as networks, blogs, chat, forums etc.
4. Learn to speak the right language, to learn right word and phrases
5. Develop Customer profiles:
Develop Customer profiles:
What do you want each group to believe about your organization?
What message will you use to reach the customer profiles?
What makes you different from competitors ?
Develop a social media policy
• Connect with everyone? (Competitors/ Customers/ suppliers)
• Should you have a Personal / company profile ?
• Benefits of presence versus challenges and risks?
• Create Rules Of Conduct
• Create a communication policy not only social media policy
Do you connect with everyone?
Choose channels and content strategy
Relevant content
Search engines Social medias
Cost effective Marketing
Lead the conversation:
Be a thought leader — It’s easy to sell
when everyone looks to you for guidance.
Split tests
Advertising-specific keywords
Unique URLs and phone numbers
Campaign- or brand-specific hashtags
Fig.:, Cost effective Online Marketing
Source: B2B blogging, Jokam Ditlev
www.contentmarketing.dk/b2b-blogging
Choose channels and content strategy
And there are many more..
Blogs
Slideshare
Klout
Foursquare etc.
Facebook is a lot like the local pub. A pub is a place where you can go
in, chat with friends, tell a few jokes and relax a bit.
LinkedIn is more like a trade show—a place where you’d keep things
pretty buttoned-up and formal.
Fig.: 1 Week - Top 10 Social Media Websites
Source: Experian Hitwise US
http://www.experian.com/hitwise
Publish you initial content
Create triggers that encourage people
to share/like/comment
Before you post an update, video or
photo to any social media, consider what
options for engagement you are giving
to your followers - what you want
viewers to do after watching it?
• Start discussions
• Surprise and delight your fans
• Crowd source ideas
• Stir up a little controversy
> Write up a plan and automate the boring stuff
Go beyond text – video, audio & photos
Length of video Viewers gone
10 seconds 10,39%
30 seconds 33,84%
1 minute 53,56%
2 minutes 76,29%
“Adding an image will double your page views”
Souce: www.skyyword.com
Table.: Online Viewer habits
Source: www.TubeMogul.com
Publish your own Blog
4 steps of starting a new blog
1. Easily monitor what people are
saying about you, the market,
your organization and products
2. Participate by commenting on
others blogs
3. work with blogger who write
about your industry, company
or products
4. creating your own blog
How influential is a blogger?
Geolocation with Offline Offers
1. Socially. To tell their friends where they are so they can join them.
2. As a game. To become “mayor” of a place and to check in more than other people
3. MyWare. To log where in the world you’ve been
Google+ pages for companies
Set Up Google+ Direct Connect
Hangouts – live webcam conversations
Circles – not sharing the same with the boss as friends
Share LOTS of Photos - Which images, charts, or slides can you share on
Google+ to ignite conversations and increase the viral spread of your content?
LinkedIN – B2B Networking
Profile:
• Professional Headline: Identify
important keywords
• Customize your Website URL’s:
Create a call-to-action
• LinkedIn Applications: Slide
share, Blog link, Outlook
• Recommendations: ask and give
recommendations
• Tag your connections: To
manage many connections
LinkedIN - B2B Networking
• Product Awareness: Target product page
• Post status updates: Create follower base
• Post Jobs: Paid and unpaid via status updates
• Events: promote your exhibitions and conferences
• LinkedIn Groups: Join also groups outside your Industry
Answers – Help others and be an Expert
Top Expert of the week
- Best answered questions
Facebook – B2C Word of Mouth
Total market Friends of fans Fans
Only 16% of your fans see your posts
EdgeRank = Affinity + Edge Weight + Recency
Facebook - B2C Networking
1. Create Page
2. Make easy to join – buy a domain
name for the Facebook page
3. Put url to the Facebook page in the
email signature
4. Invite employees and customers to
join (explain why)
5. Invite website visitors
6. Create easy interaction in the
beginning (start knowing your fans)
7. Reply to comments
8. Increase reach and engagement
9. Post and change cover photo often
10.Create triggers that encourage
people to share/like/comment
Use current network
Outlook integration
• Put link to the Social media pages in the e-mail signature
• Invite employees and customers to join (explain why)
• Invite website visitors (include links to follow and share)
• Connect future e-mail contacts via Outlook integration
Cross media, use more platforms
www.goalcube.com
Goalcube/Blog
Slideshare
YouTube
Monitor and measure – Google is king
Track webpage conversions and goals to monitor direct earnings
Monitor and measure – Free Solutions
Google Alerts
Addict-o-matic Social Mention
Anything you can learn about your own brand,
you can learn about your competitors’ brands.
Post and Monitor – Low Cost
Hootsuite
Integration with many social medias directly, via apps or RSS
+Facebook insights and google analytics
It is a marathon not a sprint
“Retaining your current customers is 5 to 10
times cheaper than acquiring new ones.“
– Focus on creating long term value!
Social media marketing can take months or years of persistent effort
before you reach any kind of successful reach and engagement.
Follow up: 10 Steps of Social Media
1. Understand your business and products
2. Define involvement strategy and set clear goals
3. Understand your customers and their platforms = Listen!
4. Develop a social media policy
5. Choose channels and content strategy
6. Publish your initial content, start conversations
7. Use current network, share your content
8. Cross media, use more platforms simultaneously
9. Setup metrics, monitor and measure
10. It is a marathon not a sprint
Follow Goalcube
http://www.facebook.com/goalcube
http://www.linkedin.com/company/goalcube-consulting
http://twitter.com/#!/goalcube